Brief
Break the “I’m fine” autopilot with the power of humor.
Insight
When it comes to breaking a habit or learning a new skill, the element of surprise can be instrumental in making it stick.
Solution
So in an effort to get people to break the habit of saying “I’m fine”, the expected and worn out answer, we decided to break it - literally. We let the expected become the unexpected. We let “I’m fine” become “I’m fi-nally realising the need for waterproof mascara.” What used to be the start of an overused and dishonest answer, became the opener to something honest.
Break the “I’m fine” autopilot with the power of humor.
Insight
When it comes to breaking a habit or learning a new skill, the element of surprise can be instrumental in making it stick.
Solution
So in an effort to get people to break the habit of saying “I’m fine”, the expected and worn out answer, we decided to break it - literally. We let the expected become the unexpected. We let “I’m fine” become “I’m fi-nally realising the need for waterproof mascara.” What used to be the start of an overused and dishonest answer, became the opener to something honest.
Workgroup
Max Anderholm
Sofie Edman
Anna Zetterlund
Awards
D&AD New Blood Wood Pencil
Max Anderholm
Sofie Edman
Anna Zetterlund
Awards
D&AD New Blood Wood Pencil
